More Video on YouTube and myTarget

Publication date: 22 November 2018

YouTube now has twice as long ad breaks

User habits change forcing YouTube to find new approaches to advertising. A research showed that it is not only the length of ads that matters to users but also the frequency of ad breaks, especially during long sessions. The fewer ad breaks there are, the better user metrics, including less abandonment of content and higher rates of ad viewing, are achieved. To respond to this, YouTube has launched ad pods–two ads shown one immediately after the other. If users watch these two ads, fewer ads will be shown to them later. Users are also able to skip these two ads and proceed directly to content. In this case, the frequency of ad breaks will not change.

• Video Day: Video Banners in Odnoklassniki and New Stories Format in VKontakte

Facebook reported the number of daily users in Russia

6.2 million users visit Facebook on a daily basis in Russia. 5.4 billion of them access the social network through mobile devices.

In the most recent quarterly report, Facebook said that it had 1.49 billion daily active users globally on average in September. Among them, 185 million came from the U.S. and Canada, 278 million were from Europe, 561 million were from the Asia-Pacific region, and 470 million were from the rest of the world.

Yandex.Radar statistics for September showed that Facebook was the fourth most popular social network in Russia with its monthly audience of 53.5 million users (cross-device audience of 35.1 million). At the same time, Facebook-owned Instagram overcame its parent company with 78.2 million Russian users monthly.

Video ads multiformat from myTarget

myTarget ad platform has launched a new Super Video format which allows displaying ads on all websites of Mail.Ru Group and its affiliate advertising network.

The ad consists of a video and a section containing product or service description, a name, a logo, and a call-to-action button, for example, the buy button.